Stop your forms being the fallout of your funnel by leveraging behavioural economics and the psychology of persuasive design to create a chain of yeses. We’ll equip you with how to avoid the missteps organisations make in funnel set up and how asking the right personal identifiers leads to successful progressive profiling. Use the tips and ideas to create new and exciting experiments as part of your CRO roadmap!

1. CRO PROS
Funnels that
function.
CREATE FORMS AND FUNNELS THAT
CONVERT

2. Hello,
I’m Charbel
How did I get here?

3. We
are.

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Who we are
Academy Xi is a digitally focused education
campus that provides custom training
programs for teams and career
transforming courses for individuals
wanting to expand their knowledge and
skills.

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Who we’ve trained

6. We’re also Velvet Onion

7. Service and Experience Designers

8. improving life through design.

10. “I have with me two
gods, Persuasion and
Compulsion”.
— Themistocles

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Persuasive
design.

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Persuadere
- Latin, Verb.
• Persuade, convince
• Prevail upon or induce to do something

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UX Toolkit
Makes things
USEFUL
Research
Information
Architecture
Makes things
FINDABLE
Interaction
Design
Makes things
USABLE
Experience
Design
Makes things
SEAMLESS
Persuasive
Design
Makes things
HAPPEN

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Three Factors in persuasion
- Motivation
- Ability
- Triggers
High motivation
High ability
IN
CREASIN
G
LIKELIN
ESS
TO
PERFO
RM
TARGET
BEH
AVIO
U
R
Target
Triggers>

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Newsletter subscription
- Target behaviour
- Capture user’s email
address
High motivation
High ability
IN
CREASIN
G
LIKELIN
ESS
TO
PERFO
RM
TARGET
BEH
AVIO
U
R
Target
Triggers>

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Newsletter subscription
- Target behaviour
- Capture user’s email
address
• Ability: EASY
High motivation
High ability
IN
CREASIN
G
LIKELIN
ESS
TO
PERFO
RM
TARGET
BEH
AVIO
U
R
Target
Triggers>

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What This Means
- The lower in the grid,
the less likely it is that
you’ll get them to do
what you want.
High motivation
High ability
IN
CREASIN
G
LIKELIN
ESS
TO
PERFO
RM
TARGET
BEH
AVIO
U
R
Target
Triggers>

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What This Means
- But if they want
your newsletter,
they’re in.
High motivation
High ability
IN
CREASIN
G
LIKELIN
ESS
TO
PERFO
RM
TARGET
BEH
AVIO
U
R
Target
Triggers>

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X
What’s the Trigger?
- Ask only for
what’s
appropriate to
get them
committed.
High motivation
High ability
IN
CREASIN
G
LIKELIN
ESS
TO
PERFO
RM
TARGET
BEH
AVIO
U
R
Target
Triggers>

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Prime rule of persuasion?
- Simplicity. High motivation
High ability
IN
CREASIN
G
LIKELIN
ESS
TO
PERFO
RM
TARGET
BEH
AVIO
U
R
Target
Triggers>

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Best
practices.

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Designing
search.

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When is search needed?
- For content heavy sites, often used (e.g.,
Wikipedia)
- When users can’t find what they’re looking
for (this is bad information architecture)

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When is search needed?
- Simple search first
- Sites with lots of complication features and
facets have replaced advanced search with
other mechanisms

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Designing search
- A box to type words
- A button or image to apply the search term
- A results page
- The ability to filter through many search
results

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Search mistakes
- Placing the search box at the bottom of the
page, or hiding it in the navigation menu
- Making the input field too short
- Making the submit button too small
- Hiding the search box

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Explicit search
-RapidFeatureIdentification
- When a search produces results that match
the search term

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Faceted search
-RapidFeatureIdentification
- This has largely replaced ‘advanced search’
by allowing to narrow the same search with
multiple filters

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Excellent examples
-RapidFeatureIdentification
- AirBnB, SkyScanner, The Iconic, Nova FM

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Mobile faceted search
- Think about how people
touch, rather thank click
- Remember, 44 pixels is
the minimum tap area.
It’s still not enough. Go
for 60 as a minimum

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- A technique that starts to find matching
entries based on what you’re typing
Auto-complete search

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- Will become a great differentiation for the
mobile audiences
Voice search

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Designing
forms.

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Form design principles
- Progressive disclosure
- Plain language labels
- Clear validation and visual feedback
- Completion

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Progressive disclosure
- An interaction design technique often used
to help maintain the focus of a user's
attention by reducing clutter, confusion,
and cognitive workload.

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Progressive disclosure
- This improves usability by presenting only
the information required for the task at
hand
- Helps reduce overwhelming feelings in
complicated and long form processes

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Progressive disclosure

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Plain language labels
- Single words or simple phrases
- Be precise: First name
- NOT: Please tell us your first name
- NEVER: We’d love to know more about you

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Plain language labels
- Be non threatening
- NEVER: We need your first name

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Lazy registration
- Let people view with your product first
- Provide something useful, then ask for
registration
- e.g. “To add a comment, please register:

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Validation
- People rush
- Show them they’ve done it right
- Highlight if they’ve made a mistake
- Tell them how to correct their mistake

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Completion
- Confirm that they’ve finished

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Edge cases
- Design for long names and addresses
- Don’t force a phone number format
• If someone uses dashes between
numbers, allow it

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Explain why
- What’s in it for me
- Benefits
- Bonuses

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All required
- Why ask for optional fields
- People won’t fill them in
- If you MUST, limit the number of optional
fields

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Language
- Use descriptive calls to action
- Register now
- NEVER submit

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No links
- Never use links in forms
- Need to maintain flow & progression
- Exceptions for explanations
- User hovers or tooltips

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Test
- Mistakes
- Accessibility
- Clean data

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Layout
- Form labels on top of fields best
- Single column best
- Readability
- People scan
- Appropriate width (eg, postcode)

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Grouping
- For long forms, group related things. E.g.:
- Personal details
- Work details
- Finance

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Focus action
- Single mindedness
- ONE MAIN BUTTON

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Progress
- Show path to completion
- Show progress
- Show location

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Recall
- Check field labels
match the input

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Clutter
- Simple and single
mindedness

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Correct message
- Red is only used for errors

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Correct message
- Red is only used for errors

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Renewing your passport?
- Match the requirement to the
real world

59. Let’s
chat.
Questions and answers.

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Getintouch
- Charbel Zeaiter
- charbel@academyxi.com
- charbel@velvetonion.com
- 0411 115 770

61. See you
in the future
Thank you